Bi Sounds so cool and hot these days, while marketing research has started to sound redundant. Though they both basically achieve the same objective – ‘drive informed decisions’
I have this observation about MR (marketing research) fraternity. Today, when everyone is talking about Big Data – ESOMAR is quiet.
When everyone is opening their wallets to data scientists and business intelligence analysts, we chose to ignore them.
I wonder why that is. Are you guys allergic to money?
Now, let me share my opinion as to how marketing research can benefit from the ‘big data’ trends and what business intelligence can learn from Marketing Research. After all, Marketing Research is one of the oldest, most documented professions in the space of data management and analysis.
Marketing research is one of the oldest, most documented professions in the space of data management and analysis. And BI or Big data cant be successful without learning from it.
The common terms between BI & MR
Meta Data Management
A hot word, but if you have operated in marketing research you know about the profiling of the data sets at variable levels. Example: This is the opinion of a 30 year old, man, SEC A, living in xyz. They both are the same thing.
ETL (Export, Transform, Load)
Yet another cool term being used in the field of BI quite often, a similar concept exists in marketing research and it is called data cleaning. The phase, where punched data is processed and sorted out in a ready to analyze format. That is equivalent to ETL in BI.
It is a regular crosstab, where you can manage to go back all the way to raw data to the level where you actually reached to an respondent level variables
At the stage of proposal we do sampling and we decide all the profiling variables across which the data will be cross tabbed and the depth of each cross tab. That is equivalent to Dimensional Data in Business Intelligence
Now that is mostly about Data QC management and records management defined by ESOMAR’s guidelines
These are the thoughts at the top of my head, many more to come. And as I learn more about BI, I will update my Marketing research friends on how much potential marketing research has in today’s world of data and analysis.
Till then have fun, by the way don’t forget to check out these articles about the job descriptions of the savvy business intelligence analyst and our marketing researchers. And if you are implementing something cool, please share your experiences with me/us, I am on a roller coaster ride since i started working on the BI tools.